27 September 2012
Undoubtedly, the true purpose of a company is making profits. Where do the profits come from? The answer is simple: customers. How can marketers open the wallets of their customers? The best way is to ‘delight’ them. Therefore, it is significant for marketers to ‘delight’ their customers as these customers can bring wealth to companies. Delighting customers can promote sales; create and cultivate customer loyalty; and save cost. It is a sustainable marketing strategy.
First of all, the most direct result of satisfying customers is boosting the sales of products and services. Today, accompanied with the scientific and technological development and economic globalization, the market has become a market where products and services are homogeneous and rich. Costumers are faced with a number of options and they tend to be confused. Under thus circumstances, it is difficult for a firm to be outstanding among numerous peers. Therefore, it is critical for a company to achieve the customers’ requirements at the right time, namely, faster than all its rivals (Meadows, 2008).
Moreover, the long term profitability of a firm which is pleasuring its customers exits in gaining brand loyalty. In front of many choices, costumers are likely to be less loyalty. Apart from simple products or services, they desire more, especially spiritual fulfillments. For example, a classical Nike commercial, it used the means of self-watchfulness to understand women’s inner world. The ad copy as follows:
“All your life you are told the things you cannot do. All your life they will say you’re not good enough or strong enough or talented enough. They’ll say you’re the wrong height or the wrong weight or the wrong type to play or be this or achieve that. THEY WILL TELL YOU NO, a thousand times to play or be the nos become meaningless. All...